Men's Grooming Products: A Global Analysis

Publication date: November 2009
Report price: $ 3 850

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$ 3 850 - 1 User License

$ 7 700 - Site License

Summary

Table of Contents

Male-specific body wash, deodorant, hair gel, shaving cream, razors, moisturizer, etc., constitute one of those markets that now outpace the overall beauty/grooming retail markets in many countries of the world, despite economic recession. Valued at $19.7 billion worldwide in 2009, male-specific grooming products will mushroom to $28.0 billion by 2014. And one must not forget that men also use grooming products that are non-male-specific - which raises the total value of male consumption to a colossal $61.3 billion in 2009, with $84.9 billion expected within five years. From either perspective, more is being spent on men’s grooming, thanks to the ongoing rise of middle-class sectors; the enhanced connectivity of even the poorest corners of the world, via the Internet; marketers’ more sophisticated appeals to men; and the universality of prestige and natural food/HBC channels, across hundreds of international borders… The potential is staggering - executives who consult this new report will discover the best way for their companies to tap unmined men’s grooming dollars in the United States and Canada, BRIC (Brazil, Russia, India, and China) France, Germany, Italy, Japan, Spain, and other countries and regions. As usual, Packaged Facts’ in-depth analysis is backed up by historical and future sales figures; by Experian Simmons demographic data; and by a clear format that makes the report a true “ready reference.” Also included are detailed competitive profiles of Beiersdorf/Nivea, Colomer/American Crew, Johnson & Johnson/Neutrogena, Kao/Biore, P & G/Gillette, and several others.

There has never been a better time to enter the men’s grooming market in multiple countries.

Report Methodology

Men’s Grooming Products: A Global Analysis is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how such products are sold through retail stores, as well as through direct means - the Internet, for example. The author also consults with industry executives based around the world. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Stats on market revenues and growth trends derive from all available data, whether quantitative or qualitative, on the men’s grooming marketplace; that is to say, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress.
Information about many international product introductions is provided by Product Launch Analytics, a service of Datamonitor. As noted above, extensive demographic data is provided by Experian Simmons.

The Bottom Line: What Your Company Really Gets…

With Men’s Grooming Products: A Global Analysis, you and your team will gain a comprehensive overview of the ins and outs of selling such products all over Planet Earth. Most importantly, the report anchors men’s grooming in the broader HBC and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported by hard data presented in well-organized tables and charts.

How Your Company Will Benefit from This Report…

If your company is already an established player in beauty or grooming products, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the men’s grooming product consumer, then this report is a great intro to the international marketplace, and thus a launching pad for a successful venture.

Global Male Grooming Products Industry

Chapter 1: Executive Summary: Market Definition; Men’s Grooming Sales Data Provided in Two Modes; Worldwide, $61.3 Billion Spent on Grooming Products Used by Men in 2009; Sales of Male-Specific Grooming Products at $19.7 Billion; Men’s Grooming Demand Withstands Recession Fairly Well; Global Men’s Grooming Market to Boost to $84.9 Billion by 2014; Male-Specific Products to Climb to $28.0 Billion; No Surprise - Shaving Items Dominate; U.S., Japan, France, Germany Lead Sales of All Grooming Products Consumed by Men; Men Hold Up Over Half the Sky; Billions of Men Striving to Be Middle-Class; The Male Ego: It Took 40 Years, But Now We Have the Marketing Keys; Targeting Men of Developing Countries: The Plusses; Natural HBC Market Poised for International Expansion; Key Mergers and Acquisitions; P&G, Uni, Beiersdorf, Avon Among Top Grooming Marketers in World; China’s Men Are Largest of World’s Top 10 Grooming Markets
Chapter 2: The Worldwide Men’s Grooming Market
Introduction: Market Definition; Men’s Grooming Sales Data Provided in Two Modes; Glossary; Methodology
Men’s Grooming Products: Five Categories; Bath Products; Deodorant; Haircare; Shaving Products; Skincare Products
Market Size and Growth: Worldwide, $61.3 Billion Spent on Grooming Products Used by Men in 2009; Sales of Male-Specific Grooming Products at $19.7 Billion; Men’s Grooming Demand Withstands Recession Fairly Well; Male-Specific Products Account for a Third of Men’s Grooming Dollars; No Surprise - Shaving Items Dominate; Mass Retail the Top Channel for Men’s Grooming Products; U.S., Japan, France, Germany Lead Sales of All Grooming Products Consumed by Men; Same Four Countries Lead Sales of Male-Specific Grooming Products; Europe/U.K. Lead Sales by Region
Imports and Exports: Special Note on Foreign Trade Data; Wild Fluctuations from Year to Year Are Normal; Razor/Razor Blade Imports Climb to $368.2 Million in 2004-2008; Razor/Razor Blade Exports Push to $368.7 Million; A Razor/Razor Blade Trade Surplus - Barely - in 2008; Imports of Toiletries Valued at $580.0 Million in 2008; Exports of Toiletries Valued at $926.4 Million in 2008; Toiletries Trade: Surpluses for U.S., Across the Board
Factors in Future Growth: Analysis Focuses on Cash, Class, Culture, and Contexts; Men Hold Up Over Half the Sky; World Economic Downturn of 2008 to Last Until…? Recovery to Start Where…?; Billions of Men Striving to Be Middle-Class; The Male Ego: It Took 40 Years, But Now We Have the Marketing Keys; What Comes After the Metrosexual? The übersexual! Retrosexual! Mr. Balance!; Targeting Men of Developing Countries: The Plusses; Groups Favoring Use of Men’s Grooming Products Beyond the Basics; Natural HBC Market Poised for International Expansion; Products Pass Easily from One Premium HBC Channel to Another; Men’s Makeup Will Become a Viable Category; Skin Lighteners in Demand; Risk Factors
Projected Sales: Global Men’s Grooming Market to Boost to $84.9 Billion by 2014; Male-Specific Products to Climb to $28.0 Billion
Chapter 3: The Top Ten Men’s Grooming Markets
The Global Overview: Every Country Holds Potential for Men’s Grooming Products; U.S. Rules Dollar Share of All Grooming Items Used by Men, With 23% in 2009; U.S. Also Rules Male-Specific Arena, With a 28% Share; Profiles of Top Men’s Grooming Countries Follow
No. 1: The United States: All Grooming Products Used by U.S. Men Valued at $14.1 Billion in 2009; U.S. Male-Specific Grooming Products Reach $5.6 Billion; A Difficult Market for Men’s Grooming, U.S. Finally Opens Up
No. 2: Japan: Japanese Men’s Grooming Market Reaches $6.3 Billion in 2009; Male-Specific Brands Break $3.0 Billion Mark; Japanese Ingenuity, Feminization, Koizumi-ization Drive Sales
No. 3: France: All Grooming Items Used by French Men Valued at $4.6 Billion in 2009; French Male-Specific Grooming Market Reaches $1.6 Billion; France at World’s Heart of Men’s Fashion, Skincare Industries
No. 4: Germany: All Grooming Products Used by German Men Valued at $4.5 Billion in 2009; German Male-Specific Grooming Market Reaches $1.5 Billion; Natural/Organic, Status Brands Drive Grooming Sales in Germany
No. 5: Brazil: Brazilian Men’s Grooming Market Reaches $4.4 Billion in 2009; Brazilian Male-Specific HBC in Push to $1.4 Billion; Brazil the Style-Setter, and Prime Source of Exotic Ingredients
No. 5: China [rank sic]: Chinese Men’s Grooming Market Also Hits $4.4 Billion in 2009; Male-Specific Products Approach $1.0 Billion Mark; China’s Westernization, Respect for Upscale HBC
No. 6: The United Kingdom: Grooming Products Used by Brits Valued at $4.3 Billion in 2009; British Male-Specific Grooming Market Reaches $1.5 Billion in 2009; Plenty of Room for British Men to Experiment with New HBC
No. 7: Italy: Italian Men’s Grooming Market Reaches $3.6 Billion in 2009; Italian Male-Specific HBC in Climb to $1.0 Billion; Growth Slows in Italy, But (Green) Potential Still Big
No. 8: Spain: Spanish Men’s Grooming Market Touches $3.1 Billion in 2009; Spain’s Male-Specific HBC Business Expands to $700 Million; Spain Breaks Macho Mold
No. 9: Russia: Russian Men’s Grooming Market Reaches $2.9 Billion in 2009; Male-Specific HBC Grows to $645 Million; Rising Incomes, Luxe and Green Trends, Drive Men’s Grooming
No. 10: India: Indian Men’s Grooming Market Reaches $2.0 Billion in 2009; Male-Specific Grooming Items Reach $820 Million; India a Youthful Nation, With Rising Middle Class
The Rest of the World (ROW): Men’s Grooming Sales in ROW Climb to $7.1 Billion in 2009; Male-Specific Grooming in ROW Reaches $976.0 Million; ROW Hot Spots
Chapter 4: Insights and Opportunities
Insights and Opportunities: How the Men’s Grooming Market Will Keep Rocking During Recession; Economic Power Already Shifting to Developing Countries; Recognize the Modernity of BRIC and Other Developing Nations; How to Impress a Male Consumer - Finally, We Know; A Global Demand for Natural/Organic HBC; Pass the Manscara, Joe! Makeup for Men Is Here; Male-Specific Haircare Products Will Be Next Big Trend
Chapter 5: The Marketers
The Marketers: Most Men’s Grooming Players Specialize in HBC; …But Diversified Marketers Dominate Rankings; Direct Sellers; Key Mergers and Acquisitions; Table of Marketers and Brands
The Competitive Situation: News Flash! Predatory West and Patiently Suffering Developing World to Trade Positions!; P&G, Uni, Beiersdorf, Avon Among Top Grooming Marketers in World; Six Competitive Profiles Follow…
Competitive Profile: Avon Products, Inc: Net Sales Leap to $10.7 Billion in 2008; Latin America Loves Avon; Outlook for 2009 Depends on Avon’s Holiday Season; Knocking on Doors Around the World: We Sell Grooming Aids — Plus Jobs!; Oh, Boy, It’s Fred, the Avon Man!
Competitive Profile: Beiersdorf AG: Sales at Record €6 Billion in 2008; Europe is Beiersdorf’s Stronghold; Outlook for 2009 Is Mixed; Blue-Chip Nivea the World’s Best-Selling Men’s Skincare Brand; Other Beiersdorf Brands Bolster Cachet of Nivea for Men; New Factory in Shanghai to Make Nivea Mightier in Far East
Competitive Profile: Kao Corporation: Net Sales of $13 Billion in Fiscal 2009; Kao Strongest at Home; Kao Upscales Beauty/Grooming Business, Aims to Conquer Asia, Then World; Other Kao Products
Competitive Profile: Lion Corporation: Net Sales of ¥338.2 Billion in 2008; Lion Most Active in Eight Countries, All in Far East; In Outlook for 2009, Lion Struggles; Manufacturer/Marketer Emphasizes Asia, Partners With Western Firms; Other Lion Consumer Brands
Competitive Profile: The Procter & Gamble Company: Net Sales Slip to $79.0 Billion in Fiscal 2009; Almost a Third of Sales Transacted in Developing Countries; P&G Has Planet’s Most Powerful Brand Portfolio; The King of Mass Takes Men’s Grooming into Prestige; The Art of Shaving and Zirh Added to Prestige Roster; Bye Mr. Lafley, Hello Mr. MacDonald: A Spiritual Shift
Competitive Profile: Unilever: Turnover of €40.5 Billion in 2008; Asia, Africa, Eastern Europe Jointly Account for Largest Share of Sales; Outlook for 2009: Turnover Stable in First Half…; A Value-Oriented Marketer With 13 Mega-Brands; Unilever’s Strengths in Men’s HBC: Axe Body Spray, Rexona Deodorant…; Uni and TIGI; Unilever Buys Some Sara Lee Personal Care Brands
Chapter 6: Global Product Trends: Special Note: Intros of Men’s Grooming Preparations Overlap Intros of Men’s Shaving Products; U.S., U.K., Canada Lead Intros of Men’s Grooming Preps; P&G, Beiersdorf Are Most Prolific Introducers of Preps; “Men,” “Upscale,” “Natural” Are Most Common Tags on Preps’ Labels; Shaving Product Intros: U.S., Canada, Brazil Are Top Trio; P&G, Beiersdorf Biggest Introducers of Shaving Products, Too; On Shaving Products, Too, Most Common Tags Are “Men,” “Upscale,” “Natural”; Many New Products Are Fast-Acting, Convenient, Multifunctional
Media Old and New: The Alternatives and the Viral; Global Ad Expenditure in Decline in 2009; Updating Traditional Media; Men’s Grooming Ads, Websites Use Crude Humor or Muscles-of-Steel Approach
Chapter 7: Distribution and Retail
Distribution: U.S. Product Paths: Classic Four-Step, DSD, Rack-Jobbing, “Direct”; Marketers Must Take Proactive Role in Meeting EU’s REACH Requirements; In India, Foreign Retail Chains Must Convert to Wholesale; Philips Fine-Tunes Out-of-Pack Display; Retail Focuses and Retailer Profiles Follow
Retail Focus: Spas, Salons, and Shave Emporiums: Men’s Grooming Products Have Increased Sell-Through in Service Channels; Old Customs, New Customs Shape Retail/Service Outlets; Developments in Selected Countries
Retail Focus: Mercury Group/TSUM: TSUM Has Sales of RUB9.8 Billion in 2008; Mercury a Luxe Goods Retailer, TSUM Its State-Owned Showpiece; TSUM Features Department Called Only for Men
Retailer Profile: Moët Hennessy-Louis Vuitton (LVMH)/Sephora: Revenue Climbed to €17.2 Billion in 2008; …But LVMH’s Resilience Gives Way to Struggle by Mid-2009; Gloomy Prospects for Luxe Goods, But Sephora’s Strong Worldwide; Sephora Steering HBC Industry to Focus on Men’s Grooming; Other LVMH Brands
Chapter 8: The Consumer
About Men and Their Grooming Habits: China’s Men Are Largest of World’s Top 10 Grooming Markets; Men of Spain, South Africa, Brazil Tend to Be Vainest; Men More Optimistic Than Women About U.S. Economy; U.S. Men Likelier Than Women to Buy Brands, Instead of Private Label; German Men Say They Buy Their Own HBC; BRIC Men Are the Most Aware of New Personal Care Products; Typical Grooming Regimens; Face Wash, Hairdressings World’s Most Popular Grooming Products; Deodorant Use: Men of Spain, South Africa, Brazil Have Highest Incidences; Goatees - Really?! - Are U.S. Men’s Favorite Facial Hair Style; U.S. Men Take on More of Household Shopping
The U.S. Men’s Grooming Product Consumer: About Simmons Data; …And How to Use Them; The Survey’s Overall Gauge; Marketing Regions Defined; Hispanics May Be of Any Race
The U.S. Male Consumer of Bath Products: Over 67.0 Million Men Use Body Wash; Youth, Affluence Are Skews in Body Wash Use; Dove, Bath & Body Works Body Washes Most Popular with Men
The U.S. Male Consumer of Deodorant: More Than 97.1 Million Men Use Deodorant; Only Office Workers Stand Out in Deodorant Use; Old Spice, Speed Stick, Right Guard, Degree Deodorants Most Used by Men
The U.S. Male Consumer of Haircare Products: About 97.4 Million Men Use Shampoo; 31.0 Million Use Conditioner; Asian Race Only Pronounced Factor in Men’s Shampoo Use; Youth, Low Income Characterize Men Who Use Conditioner; Men’s Preferred Shampoo Brands Are Head & Shoulders, Suave; Men’s Conditioner Faves: Suave, Pantene, Head & Shoulders; Over 26.5 Million Men Use Hairstyling Products; Styler Use Decreases with Age, Increases with Income; Most Chosen Brands for Styling Are LA Looks and Suave; Haircolor Used by 5.3 Million U.S. Men; Men and Haircolor: Middle Age, White-Collar Pros, Lower Income Mark Use
The U.S. Male Consumer of Shaving Products: Almost 72.3 Million Men Use Shave Cream; Southwesterners, Salesmen, Solo Households Influential in Shave Cream Use; Gillette, Barbasol, Edge Are Most Popular Men’s Shave Creams; More Than 40.7 Million Men Use Disposable Razors; Middle/Elder Age, Lower Income, Limited Education Favor Disposable Razor Use; Disposable Razors: Gillette, Bic, Schick Most Widely Used by America’s Men; Nearly 40.5 Million U.S. Men Use Electric Razors; Electric Razor Users Skew Older, Non-Affluent - But Affluent, Too; Philips Norelco the Most Popular Electric Razor with U.S. Men - By Far; U.S. After-Shave Users Number 37.9 Million; After-Shave Use: Again, Boomers/Seniors, Low Income Featured; Old Spice Wins After-Shave Popularity Race
The U.S. Male Consumer of Skincare Products: Men Who Moisturize Number 40.3 Million; Gen X, High and Low Incomes Stand Out; Men Who Moisturize Prefer Vaseline; Close to 32.1 Million Men Use Suncare Products; Sunless Tanners Used by 503,000 American Men; White Race, Affluence Encourage Men’s Use of Suncare Products .292; Coppertone Still Men’s Favorite U.S. Suncare Brand; Facial Cleansers Used by 20 Million Men; Youth, Middle Age, Affluence Favor Facial Cleanser Use by Men; Neutrogena Facial Cleansers Are Tops with U.S. Men
Appendix: Addresses of Selected Marketers

Publication date: November 2009
Report price: $ 3 850

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